New era begins for Hardy Amies with a taste of Morocco

By Julia Robson, Deputy Fashion Editor

12:01AM GMT 01 Feb 2002

A NEW era began yesterday in the convivial showroom of Sir Hardy Amies couture offices in Savile Row.

Since selling his business to a brand development group last year for an undisclosed sum, Britain's oldest couture fashion house has a new star, Jacques Azagury, who himself has a design house in Knightsbridge.

Azagury, 45, who trained at Central St Martin's, did not disappoint the guests who sat on gilded chairs in the front row, including the artist Sam Taylor Wood.

His Moroccan-inspired collection featured 24 outfits in shades of cream, gold, lime and fiery orange. Satin jackets had hoods and embroidery on the cuffs and hems. Highlights included a wicker basket bodice teamed with a billowing ballgown as well as a skirt that looked as if it had been made from the softest of rose petals.

Azagury, who designed many memorable outfits for the late Princess of Wales and whose clients also include Cherie Booth, is known for being a master of understatement. As well as the obvious show-stoppers, he also included some understated pieces that will suit the many ladies-who-lunch customers.